Humans are also hardwired to be adaptable and survive in many many circumstances. Materialism is one such circumstance. If this movement gains momentum and the world actually changes because of it humans will adapt again and survive.

The problem is that survival in these circumstances seems to depend on the continuation of it for all those in it, which leads to heavy resistance to changing the circumstances we've adapted to. It requires us to look beyond what we know and work towards the greater good with little guarantee that this will work out for ourselves individually within our own lives even if we know it'll be good for everybody in the long term. Therefore, it goes against that innate survival instinct.

I truly believe that the only way out of this dumpster fire of a world we live in depends on changing those "fundamentals" (big word, seeing how materialism is relatively recent to mankind and is only fundamental as long as the majority believes it is and keeps the charade going) but in the short term it means going against the instinct to persevere and stay in the rat race, because stepping out of the race to live by new rules while the rest is undecided or flat out decides to simply keep running is going to set you back within the confines of the "old rules".